Sales and transaction data are often regarded as the linchpin of customer management. But in every company, there are other valuable treasures of customer data that lie hidden or are unconsciously disregarded. How to make the hidden data usable. Whenever a customer contacts you, they leave behind valuable information that can have a decisive influence on the success of your marketing measures. For example, information about a particular customer's click behavior, orders, or support requests is important. After all, this inconspicuous data can be used to recognize the customer's needs and preferences and identify his or her buying behavior. To turn this data into a goldmine, it must first be tracked down and then recovered.

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